USTA brings social media creators courtside to amplify US Open content

NEW YORK – The US Tennis Association (USTA) has launched a dedicated credential programme for social media creators at the US Open as part of a drive to court younger audiences.

Roughly 50 creators spanning food and beverage, lifestyle, entertainment, fashion and family niches have been accredited and are producing content at the tournament, Jonathan Zipper, who oversees social media at the USTA, told Reuters.

“We have a wide array of creators generating organic content through their unique lenses,” he said.

“They highlight all of the activities around the US Open, not just the tennis, which of course is the centrepiece, but we’ve built what is essentially a creator playground on the grounds.

“So why not open it up to more creators to come showcase the US Open and the sport of tennis?”

Cory Muroff, co-founder of OOTD (outfit of the day), is documenting fashion at the tournament and said the credential has given him easier access to the grounds plus perks like food and beverage.

“It just so happened that we were looking to explore doing coverage of the US Open and they were looking to bring more creators to the programme,” he said.

Muroff said OOTD is focused on capturing stylish fans as they stroll the grounds, and applauded the tournament for opening the door to new media.

“Creator coverage is really important and as the years go on, it’s going to be even more important,” he added.

“I think other festivals, events and sporting leagues, they’re going to catch on.”

In terms of the USTA’s goals, Zipper said that the focus is on overall engagement across its channels rather than follower growth alone.

The US Open generated a record 2.3 billion engagements through its platforms over the three-week period in 2024, he said. The organisation has set a higher internal target for 2025 but declined to disclose the figure.

“We feel confident we can achieve that this year with the momentum that we’ve got,” Zipper said, while also revealing that the US Open is drawing inspiration from Wimbledon’s successful social media approach this season.

Wimbledon social channels produced 5,844 content posts throughout the grass-court season, leading to 144 million engagements, up 26 per cent year-on-year, and 2.7 billion video views, a 71 per cent jump.

Its social media audience grew by 2.3 million and now stands at 23.5 million in total, a 12 per cent increase year-on-year, according to the tournament.

Zipper said the USTA credential programme for social media creators was likely to return again for 2026.

“We understand how media consumption is changing, and content creators are a key part of that,” he said. REUTERS